Page 148 - Electronic Commerce

Retailer with physical
stores and Web site

123
Can examine product in person,
convenience of immediate
purchase, but selection limited
to in-store stock

Physical stores
stock best-selling
products only Customers

Convenience of online ordering and
home/office delivery, availability of
high-end or unusual products not
typically found in retail stores
Web site
includes wider selection
of products

Retailer with mailed
catalogs and Web site

Informs customers of new products,
can include higher-resolution
Mailed catalogs photos of products
include basic product
information and single photo

Customers

Includes more information about
products and can show related
products more effectively Learning
Web site using hyperlinks
includes detailed product
information and Cengage
multiple photos
2015
©
FIGURE 3-1 Combining marketing channels: Two retailer examples

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